A special project curated by Julian Daynov! Pitti Immagine Uomo 105 (Florence, 9-12 January 2024) is thrilled to announce NEUDEUTSCH, a design showcase curated by the visionary Julian Daynov, featuring the works of over 15 talented German-based creatives.
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NEUDEUTSCH, as a word, embodies the dynamic and vibrant nature of the German language, constantly evolving and enriched by diverse foreign expressions and contemporary slang.
The showcase will take place in the prestigious Sala delle Nazioni at the breathtaking Fortezza da Basso, symbolizing the ever-evolving aesthetics of German design. Influenced by multiple cultural origins, this new wave of German creativity shines through in fashion, accessories, interior design, and object design.
Curator Julian Daynov, a certified trend scout with a solid background in retail buying, fashion direction, and brand management, brings together an exquisite mix of established and emerging brands. Breaking away from the stereotype of German design as purely functional and one-dimensional, NEUDEUTSCH aims to introduce a menswear-oriented selection of aspirational yet accessible brands, with a focus on scalable retail. Moreover, it reflects the gender-neutral stance that the majority of the creatives involved embody.
“In recent decades, Germany’s cosmopolitan cities have provided fertile ground for a new wave of inventive talent,” states Julian Daynov. “These artists and artisans, considering Germany their home and creative hub, embrace cultural pluralism. NEUDEUTSCH represents this diversity, presenting a lineup of contemporary aesthetes whose design language is rooted in their cultural origins but has flourished in the German sub-cultural and business landscape.”
Antonio Cristaudo, Chief Commercial and Development Officer of Pitti Immagine expresses his excitement, saying, “For quite some time, we have been contemplating the idea of celebrating the new wave of German design. With Julian as our collaborator, we have found someone who is equally enthralled by aspirational design and the business imperatives that brands must navigate in the retail world. This balance is pivotal to cater to the interests of our community. Once again, through this special project, we aim to emphasize that the German fashion community is not only a loyal contributor to the legacy of Pitti Uomo but also a vital player in its evolving narrative.”
Selected Brands Showcased Within the NEUDEUTSCH Area:
Acceptance Letter Studio
Avenir
Budde
Equality Perfumes
Frnkow
Haderlump
Hernán
International Citizen
J’ai Mal à la Tête
Marke
Muti
Noam
New Tendency
OBS
OFTT
Sarah Illenberger
Sebastian Herkner
About Julian Daynov:
Throughout his impressive career as a Buyer, Fashion Director, Trend Analyst, and Brand Scout, Julian Daynov has worked with global fashion brands and major retail chains, ensuring an exciting and aspirational product mix of established designers and promising newcomer labels worldwide.
Julian has collaborated extensively with brands in lifestyle-related industries, consulting enterprises and creative collectives on various initiatives such as cooperation marketing, retail innovation, and communication strategy. His expertise lies in transforming and refining brand identities, adapting products, promotion methods, and tonality to align with current business trends, consumption patterns, and society.
Julian´s photos by @georgiandinov
